case study

Nielsen-Massey Vanillas: Better Your Bake

Nielsen-Massey Vanillas, a family-owned manufacturer of gourmet vanillas and flavors, came to WCG for creative ways to drive brand awareness and digital sales.

2.9 m
Media impressions
162 m
People reached
+ 374 %
Coupon redemption goals

The Challenge: ​

Nielsen-Massey Vanillas needed an innovative approach to stand out among specialty food brands and position themselves as a prime baking ally. In a landscape of increased online grocery shopping, they also wanted to be more prominent in the e-commerce marketplace.

Our Solution: ​

First part: Our team designed an inspirational integrated marketing and PR campaign called “Better Your Bake” to encourage consumers to improve their foundational baking skills so they can enjoy all the meditative benefits of baking. We built a microsite,, featuring a series of videos, tips and recipes for home bakers. We kicked off the campaign with a live workshop event for media and influencers, featuring a celebrity pastry chef, at the Nielsen-Massey headquarters. Lastly, we launched digital coupons as part of our e-commerce marketing plan to encourage product trial.

The Impact:

Prominent media and influencers attended the “Better Your Bake” kick-off event, including Taste of Home and Martha Stewart Living. As a result, 2.9 million media impressions were generated from coverage of the event. ​In just three months, the “Better Your Bake” campaign reached 162 million home bakers. The microsite also drove consumers to purchase products on Amazon, exceeding coupon redemption goals by 374%.

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